If you’re involved in a news story and you’re afraid the media will misrepresent you, slant the news, or write it according to their own agenda, don’t refuse comment, thinking they’ll just go away and leave you alone.
As I’ve said so many times before, refusing an interview is akin to screaming “we’re guilty,” even if you aren’t.
Instead, do what many executives and other news sources are doing. Tell the journalist you will consent to an email interview. Howard Kurtz, media columnist at the Washington Post, says in a recent column that in the digital age, some executives and commentators are doing just that. An email interview gives them a permanent record of the exchange and makes it extremely unlikely they will be misquoted.
Others, who don’t want any communication whatsoever with journalists are simply saying, “You know what I think? Read my blog.” That’s a risky tactic. And a reporter still might be tempted to say “Joe Flibeetz refused comment.” But still, blogging, is a terrific way to let journalists research you and your topic.
In most cases, there’s nothing wrong with email interviews. In addition to having a permanent record of the discussion, you have time to craft a response.
If your company is faced with a crisis, however, like a major industrial accident, make your executives and PR people available for phone or face-to-face interviews, and train them beforehand on how to interview when the news is bad and how to improve accuracy in news stories. Being available to the media is more important than ever during a crisis.